Last week Nielsen announced the number of Hispanic TV households had increased by 2.3% to a current total of 12.95 million. Among the top 10 Designated Market Areas (DMAs) the average growth was 1.7%. The big standout was the Dallas-Fort Worth market (#5 Hispanic  and overall DMA) which grew an incredible 3.7% to 506,020 households.

The Hispanic segment is the fastest growing segment in the Nielsen report, growing 2.3% over last year and an average of 3.8% per year since 2007. In comparison total U.S. homes grew only 0.3% last year and 1.0% per year since 2007. These latest figures give Hispanic households an 11.3% share of the national total.

As a result of this growth, Hispanic media outlets may be able to attract a greater portion of local and national advertising (Hispanic shares of media budgets normally trail the segment’s share of the market). Paradoxically it might also create an incentive for advertisers to maintain existing media budgets since their GRP objectives would be more easily attainable.